In a world where charities and mission-driven organisations face tightening budgets and ever evolving social expectations, understanding why people give is more important than ever. A recent systematic review by Atul Kumar and Somnath Chakrabarti shines a light on this very question, synthesising decades of academic research into a roadmap of donor behaviour and pointing the way to future thinking in non-profit engagement.

Marketing is changing. Instead of only solving problems or pushing features, the most durable brands create moments that make people feel better — and not incidentally: they generate value for both customer and organisation. Positive psychology gives us a language and a set of mechanisms to design those moments.

Delight isn’t just about making people happy — it’s about creating emotional surprise that shifts perception and deepens gratitude. From that emotional uplift springs a stronger bond and a greater likelihood of ongoing support. For fundraisers, this means designing moments that go beyond expectation, that surprise and delight — not extravagantly, but thoughtfully.

Even small, positive acts of communication—listening, affirming, showing genuine attention—can generate uplifted emotions in donors. Over time, these emotional boosts help build trust, belonging and loyalty. For fundraisers, that means stewarding well is more than a duty: it’s a behavioural tool worth designing and measuring.

When I read Aknin and Dunn’s paper, one clear, useable insight jumped out: the emotional return from giving — the happiness people feel — helps make generosity self-reinforcing. In short, people who reflect on giving feel happier, and that happiness makes them more likely to give again. That’s a concrete lever fundraisers can design for.

When I set out to explore the role of experiential marketing in the third sector, I had a simple but pressing question in mind: does the “experience economy” really have something practical to offer charities?